Abstract
This paper aims to integrate the concepts of the internationalization process and relationship marketing (RM). It identifies two stages for internationalization (pre-internationalization and post-internationalization) and assigns RM components for each step.
Original language | English |
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Pages (from-to) | 238-253 |
Number of pages | 16 |
Journal | European Business Review |
Volume | 26 |
Issue number | 3 |
DOIs | |
Publication status | Published - 2014 |